Franny Armstrong and her amazing team from the Age of Stupid have created a new campaign, 1010, which launches at the Tate Modern in London on Tuesday 1st September. The idea is simple, and impact potentially huge: commit to reducing your carbon footprint by 10% in 2010, by targetting the four biggest areas of carbon and reducing each of those by 10% relative to this year as a benchmark:

Grid elecricity

On site fossil fuel use

Vehicle use

Air travel

One thing strong and noticeable about the measures is that the 1010 team do not recognise any form of carbon offsets or green tariff electricity as counting as part of this reduction. Reductions are for real.